Posts Tagged ‘advertising’

You can thank this book for this latest post.

Back in August, fresh off the heels of Rose‘s release, I wrote a post about marketing a freshly released book in this crowded market. And now that my short story “Car Chasers” has been released in The Binge-Watching Cure II, as well as the audio book for Rose coming out recently, it’s high-time I got around to doing Part 2. As I said in the last post, it’s important to have a marketing plan in place and not expect your book will snowball into popularity. Books rarely just snowball into bestsellers, so a detailed marketing plan, one you actually act on, is essential.

And this time, I will be getting into practical tips, rather than just some food for thought to get you in the marketing mindset.

Of course, I will be plugging Rose and The Binge-Watching Cure II in this post, and including links at the end. Gotta get those stories in people’s hands, am I right?

First off, put together an ARC list. ARC stands for “advanced reader copies,” and ARC lists are lists of readers, usually volunteers, who are interested in reading an advanced copy of your book (usually digital, though sometimes physical or audio). Why would you want to give people an ARC? Because ARC readers will read your book, sometimes well ahead of the release, and drum up interest via word of mouth. Sometimes they’ll leave reviews on review sites or on their blogs, other times they’ll say something on social media. Either way, they tell people about your book, and that means more potential readers.

That being said, when you have ARC readers, there are a couple things you’ll want to do when compiling your list, besides getting their contact info, of course (gotta get them that ARC somehow, right?):

  • This is an act of volunteering and you want honest opinions. Don’t ask people to give you good reviews, don’t pay for good reviews, and don’t pay for reviews (this does not apply to blog tours though, which we will talk about later). ARC readers are doing you a favor, so don’t expect them to say nice things just for you. And if someone wants to be paid for a review, run the hell away!
  • Don’t ask family or close friends to be ARC readers. Sites like Amazon, from which most authors get their sales, can get suspicious if someone who might be a relative or a close friend leaves a review. This is because some authors have used their friend groups to boost their books, even if the friends haven’t read the book. Amazon is aware of this, and has developed countermeasures to combat this practice, which sometimes go overboard.
    So even if your mother is going to leave an honest review of your book, perhaps ask her to leave reviews only on Facebook. Sites like Amazon will strike down reviews and mess with your royalties if they suspect a fake or paid review.
  • Not everyone who volunteers to be an ARC reader will follow through reading and/or reviewing. This could be for a variety of reasons, but in the end, sometimes life happens, and they can’t follow through on the commitment. What to do about this? Well first, don’t get abusive towards people who can’t follow through on being an ARC reader. Believe me, sending them an email calling them lazy shits won’t get you anywhere, and can actually ruin careers before they start.
    Second, gather as many interested ARC readers as you can. I gathered over fifty interested people for Rose, and about nineteen left reviews on various sites in the first two months, close to twice the average number. So a large ARC list of people genuinely interested in your book is a good thing to have.
  • Finally, save your ARC readers when they follow through. If you have an ARC reader who read your book and talked about it, chances are they’ll do it again, so remember them and ask if they’ll be interested when the next one is nearing publication. Hopefully after a few books, you’ll have a decent list of ARC readers you can message when you’re ready to publish something.

Also put together a list of places to send your book to/advertise your book with. You’d be surprised how many sites exist to promote certain genres, and which give reviews of books in those genres. Start compiling a list of these sites and publications, as well as what sort of stories they look for and how to contact them. When the book is published, keep an eye out and see which are accepting books at the moment. If you’re lucky, they may fit you into their reviewing schedule.

Look into the possibility of a blog tour. A blog tour is exactly what it sounds like: you go around different blogs to give interviews, write guest articles, or let them review your book. These are a great way to highlight your work among a huge audience, and if the blogs featuring you are in the same genre as you, it means the readers of that blog are more likely to want to check out your book.

I did a couple blog tours for Rose, and found them very helpful.

There are two ways to do a blog tour. One way is to organize one yourself by asking for bloggers to participate. The other is to work with a blog tour company, who act as a middleman to help you find blogs that’ll work with you for a small fee. This doesn’t count as paying for reviews, but instead is more like having an advertising department who help you get people to notice your book. Only these folks are contractors.

If you decide to go with the former option, put out an open call on your blog and social media for a blog tour, and see who responds. Also contact bloggers who may not be following you but may be interested in hosting you. For the latter, check with other authors to see if they have any recommendations, or see if there any that come highly rated on a website like Yelp or equivalent. If there’s a recommended one, see if they have any availability for you and start talking rates.

 

Well, that’s all for Part 2. I hope you found these methods to marketing your book helpful and may even share some methods you find helpful in the comments below. I’m not sure when I’ll do Part 3 or what I’ll focus on when I do, but I hope you’ll keep an eye out for it and give your two cents when you do.

In the meantime, if you would like to check out Rose or The Binge-Watching Cure II, I’ll leave the links below. Rose is my first novel with a publisher, and is a fantasy-horror story following a young woman who turns into a plant creature (and that’s just the start of her problems). The Binge-Watching Cure II is an anthology from Claren Books containing several short stories and novelettes from a variety of authors, each one longer than the last. My own short story, “Car Chasers,” which is like Fast & Furious-style car races with ghosts in the mix, occupies the eight-thousand word spot. Either one would be a great addition to your bookshelf, if I may be so bold.

Until next time, pleasant nightmares!

Rose: Amazon US, Amazon UK, Amazon Canada, Audible

The Binge-Watching Cure II: Paperback, Kindle

Quite recently, Rose received its sixteenth review on Amazon’s US site. This is a big deal for me, because the only other book I’ve published with that many reviews is the first book I ever published, The Quiet Game: Five Tales to Chill Your Bones. Guess how long it took for that one to get that many reviews?

Six years.

Why did it take so long for The Quiet Game to get that many reviews, when Rose was able to do it in less than two months? There are a number of factors at play, in my opinion. My writing has vastly improved since 2013, and my audience across different platforms has grown as well. But the big difference, if I’m being honest, is my marketing plan. Unlike my previous works, I had an actual marketing plan in place when I published Rose. And it seems to have worked pretty well so far.

Given that, I thought I’d share what I’ve learned from having an actual plan in place. And given all the lessons to impart, it’ll probably take a few posts (hence the “Part 1” in the post’s title). Hell, sponsoring a YouTube video will probably take up its own post. But if it helps a promising author with a new book coming out from making the same mistakes as I did, then it’ll be worth it.

So without further ado, let’s go over some essentials for having a marketing plan.

Rose wouldn’t be doing as well as it is without a marketing plan.

First, don’t expect your book to just take off without putting in any work. I know it’s tempting, after all the writing and editing and either finding a publisher to work with or putting in the time, effort and even cash to self-publish, to just sit back and hope that word of mouth will be enough. You may do a couple of blog posts, some boosted Facebook ads, and a friend’s podcast, but in your mind, the reviews and good word of your friends, family and some blog followers will be enough. Eventually, more and more people will discover your story and things will snowball from there and your book is doing a steady business with a few new reviews every month and you suddenly have a little extra spending money.

In my experience, that doesn’t work. I used that approach for the first four of my books, and three of those still have less than ten reviews on Amazon. Books rarely, if ever, snowball like we dream. These days, you need a detailed plan to get people interested in your book, and that requires work. It requires research, identifying places to send your book for reviews or promotion, talking to people and places (e.g. bookstores) that might be interested in what you’re published, maybe even making new business cards or bookmarks. Anything that can get your book noticed and get readers interested.

In other words, expect the work to keep on going long after your book is released to the public. If you want the public to give a damn about your book, that is.

Second, know your niche. Companies like Coca-Cola, no matter how they market, can afford to market it to thousands of random people. They’re Coca-Cola, they can afford it. You, however, can’t afford it. After all, your book is a particular type of story. So what do you do? You figure what audience you’re aiming to get reading your books, and you try to stick to that. Know what language in an ad or in a description would entice for them. What kind of mood are you trying to convey? Are they more likely to be pulled in by mentions of the grotesque and macabre, or by descriptions of beautiful men and women and scenic locales?

This seems like common sense, but you’d be surprised how easy it is to forget. More than once I’ve tried to interest people in my stories who are more fans of Parks & Rec or Ten Things I Hate About You than serial killers or the demonic. Sure, occasionally you find people who step out of their comfort zones and will read your story, but they’re a minority.

So, identify your niche and what’s likely to get them interested. You’ll save yourself a lot of trouble (and a few business cards) if you do.

And third, talk to your network. I’m not saying ask every Facebook friend to read your book. That doesn’t work, believe me. But most likely you know other authors whom you can ask for tips. They probably know quite a bit about finding your audience and getting them interested, or where to send your book for a possible review, or a hundred other ways to market your story.

And even if you don’t know other authors, there’s likely someone in your circle who knows a bit about business or marketing. After Rose was accepted for publication, I actually called up and met with a friend who’s been involved with a number of successful start-ups. He gave me some solid advice for reaching readers which I tried to keep in mind when I started the marketing machine for Rose.

No matter who you work with though, make sure to take down notes so you can refer back to them later. After all, it may take a long time between when you ask and when the book gets out there. Believe me, I know (fifteen months between acceptance and release).

Write advice down, or there’s a chance what you’ll learn will be forgotten later on.

So now this post is getting a bit long, I think I’ll cut it off here. Suffice to say, before you even start the marketing, there’s a lot of things to keep in mind and to work on. However, they’re part of a successful start to getting your book noticed by more people than your mother and a few friends. And once you have those down, you’ll have the start to your marketing plan.

That’s all for Part 1 of this series. Next time I’ll talk about more concrete tactics. In the meantime, you have until October 16th to submit questions to ramiungar@ramiungarthewriter.com for an AMA in honor of this blog’s eighth anniversary. Ask me (almost) anything about writing, horror, Rose, or myself and if I get enough responses, I’ll be happy to answer them in a special blog post.

And if any of this gets you interested in reading Rose, I’ll include the links below. And if you do read the book, let me know what you think. Positive or negative, I love reviews and it helps me in the long run.

Until next time, Followers of Fear, pleasant nightmares!

Rose: Amazon US, Amazon UK, Amazon Canada